Recently, in accordance with the laws and regulations such as the network security law of the people's Republic of China and the law of the people's Republic of China on the protection of minors, the relevant departments have put forward new working opinions on the live broadcasting industry, which once again attracted the attention of netizens to this booming market. As one of the most popular forms of online entertainment in recent years, webcast has gradually become popular all over the country since 2015, but it has also attracted a lot of criticism. From the edge ball pornographic live broadcast to the reward of minors' live broadcast, it has attracted a lot of social discussion.
In recent years, the state has also issued many policies for the live broadcast market to further regulate the live broadcast platform. The work opinions issued on May 7 have made further provisions on focusing on the protection of minors and live broadcast rewards. At the time when Tiktok is seeking to be listed, the release of this work opinion has obviously added a lot of variables to it.
The protection of minors was further improved
In the work opinions released this time, the contents related to minors occupy a lot of space, but most of them are the supplement and improvement of some provisions that have been implemented before. The opinion emphasizes again that the website platform is required to strengthen the registration, audit and management of anchor accounts, and shall not provide network anchor services for minors under the age of 16.
In fact, the relevant requirements have been put forward as early as the network Qinglang activity in July 2021, requiring all platforms to prohibit minors under the age of 16 from appearing on camera and live broadcasting, but in this release, it has been expanded to prohibit the provision of network anchor services for minors under the age of 16
Simply put, in the case of not appearing before, the anchor under the age of 16 can still play the edge ball for live broadcasting through other ways, such as virtual anchor. However, under the requirements of the new regulations, users under the age of 16 will be completely insulated from the anchor profession, but on the whole, the impact on the live broadcasting platform is not great, because the platform has restricted minor anchors long before the explicit requirements, so as to avoid possible public opinion and regulatory risks.
In addition, the Opinions also provide more stringent regulations on the use of the platform for minor users. For example, the platform is required to limit the "Lianmai PK" mechanism during the youth internet peak period from 20 to 22 every day. The number of PK times of a single account during this period shall not exceed 2, and the "PK punishment" link shall not be set
At the same time, the website platform is also required to force users in youth mode to offline all functional modules at 22:00, and shall not provide any services. Although there are no strict and extreme regulations like the game industry, the rapid tightening of the supervision of minor users of the live broadcasting platform has become one of the main trends in the future, and it is likely to continue to introduce more stringent supervision measures in the future.
In addition, the Opinions also put forward suggestions on the optimization and content standardization of the "youth model", requiring the platform to further optimize the experience of the "youth model", increase the supply of live broadcast content for minors, and require the establishment of a special audit team to audit and screen the relevant content.
In fact, many provisions in the opinions have been put forward and implemented before, but they still can not stop the live reward behavior of minors. Some time ago, there was a relevant case in the virtual anchor area of station B. a fan who helped the virtual anchor to "slice" (cut and process the interesting part of the live broadcast content of the anchor and release it separately) raised funds with other fans (including minors) in group Q to reward the anchor, and he also had a record of rewarding the anchor.
In this process, the fan also made profits by selling anchor gifts and borrowing money from fans through anchor endorsement. In the subsequent quarrel, the fan broke with the anchor and began to apply for a refund to station B on the grounds that he was a minor. At this time, the anchor and many fans realized that this user may be a minor. According to the setting of station B, minors can't give the anchor a large reward. Obviously, he bypassed the detection in some ways, such as using other people's ID cards.
Therefore, in this opinion, more stringent provisions are put forward on the recharge and other issues of minor users. Some netizens believe that the follow-up may increase the requirements for operations such as large amount recharge and face recognition when rewarding, so as to eliminate the possibility of minors using adult accounts to reward privately.
Previously, the virtual anchor area of station B added the requirement that the anchor needs to pass the face recognition authentication before the live broadcast, which is basically the change made for the illegal live broadcast of the minor anchor, and the possibility of extending the requirements of face recognition to large reward users exists.
Xiao Lei believes that it is necessary to promote the protection of the live broadcast platform for minor users. Nowadays, the way of live entertainment is very popular among teenagers, and some teenagers whose three views are not stable often learn and imitate the words and behaviors of the anchor. If there are problems with the anchor's own morality, it is bound to have a bad impact.
Ranking, No
In addition to the above points, the Opinions also put forward a fundamental requirement affecting the profitability of the live broadcasting platform: considering that the list and "gift" are important functional applications to attract "onlookers" to interact with young people, the opinions require that all website platforms should cancel the reward list within 1 month after the publication of the opinions, and prohibit ranking, profit and recommendation of network anchors based on the reward amount, It is forbidden to rank users based on the reward amount**
As one of the main sources of income of the live broadcast platform, the implementation of the regulation will have a fundamental impact on the whole live broadcast ecology. Although Xiao Lei doesn't often watch the live broadcast, he still knows that many fans will frantically reward some anchor's live broadcast rooms in order to compete for a big brother. Many fans have spent thousands of dollars to get on the first list of the live broadcast room. The total amount of rewards for some popular anchors may even be as high as millions.
A key to attracting fans to spend money on rewards is the list that changes in real time. At the same time, there are some benefits given by the anchor to the top fans in the list. These benefits often include the anchor's personal wechat, contact information, customized surroundings, etc. many top fans in the reward list come for the anchor's contact information
The anchor itself will treat different fans differently according to the position on the ranking list. For example, the top 10 fans will receive cordial greetings from the anchor when they enter the live studio, while the top 1 or 3 will obviously become more enthusiastic, especially for some anchors who mainly chat and sing.
The establishment of the reward list can be said to directly arouse the comparison heart of the anchor fans. In order to show the anchor's unique treatment to themselves in front of other fans, they don't hesitate to reward the anchor tens of thousands or even hundreds of thousands, just to become the most concerned person in the live broadcast room.
This sense of satisfaction brought by the psychology of comparison and showing off not only has a great attraction to adults, but also enables adolescents to make extreme behaviors, such as large rewards with their parents' bank cards. The existence of reward ranking list is the main inducement in the events of going to court and news because of live reward.
Therefore, earlier, Xiao Lei thought that relevant departments may operate on the live reward, which will not only limit the recharge amount, but also rectify some feedback brought by the reward, so that the reward amount will no longer become the first factor determining the ranking of the list. In addition to the ranking list of the live broadcasting room itself, the anchor ranking, recommendation and other mechanisms of the live broadcasting platform will also be prohibited from taking reward as the only basis. In short, it is also necessary to add other data such as popularity and interaction rate of the live broadcasting room to prevent some institutions from brushing reward to improve the ranking
For the live broadcasting platform and MCN institutions, the impact of this change is not small. The direct impact is that users' desire for reward decreases, because the rise of ranking depends not only on reward, but also on online time, interaction times and other requirements. In this way, the amount of rewards given by some airborne "big brothers" (referring to users who suddenly enter some live broadcasting rooms and then attract popularity by high reward) will decrease significantly.
On the other hand, when users realize that reward is no longer the only way to determine the ranking, they will also tend to reduce the reward amount, increase the time to hang up to watch the live room or increase the number of interactions. The change of ranking mechanism of the ranking list will not only reduce the reward amount of fans at the top of the ranking list, but also reduce the reward enthusiasm of users with low and medium ranking. Due to the lack of the link of "pretending to be forced" by the first brother of the ranking list, the atmosphere and heat of the live broadcasting room will be significantly reduced.
The further standardization of live broadcasting platforms by relevant departments can be said to affect all platforms that have opened live broadcasting services, including Tiktok. Tiktok live broadcasting now performs very well in terms of popularity. The live entertainment of fragmented time is becoming the mainstream, and the traffic of traditional live broadcasting platforms is also declining recently.
At the time when Tiktok is seeking to be listed, the rectification of the live broadcast platform is bound to have a certain impact on Tiktok, but Xiao Lei believes that the impact is limited. On the one hand, there are obvious differences between the live broadcasting platform of Tiktok and the traditional live broadcasting platform in the drainage mode, recommendation mechanism and functional module composition. The anchor drainage relies more on the popularity of short videos than the platform recommendation and leaderboard drainage. Moreover, the popularity of Tiktok live broadcasting itself does not rely solely on reward calculation, and it also avoids the rectification risk of relevant regulations.
In addition, although the popularity of Tiktok live broadcast has been rising, the current basic disk of Tiktok is still a short video section. The main role of live broadcast is to expand the popularity of the anchor and increase user stickiness. Although the profit potential of Tiktok live broadcast is not small, it is still in the development stage. Unlike the platforms such as Betta and tiger pounce, it has formed a deep-rooted interest chain and involves a wide range of changes.
With the tightening of the regulatory authorities in the field of live broadcasting, the live broadcasting platform must also think about how to collect new revenue points other than reward and sharing. Otherwise, the future faced by the live broadcasting platform may not be bright.